Marketing to Working Moms: New Scarborough Study!

Working Moms may have had a “pink collar” image in former generations, but today’s working mom is quite a different person. They are more educated, more affluent and more wired than ever before. Working Moms represent 40% of moms.

Scarborough has surveyed this group and come up with some interesting statistics that marketers need to market to women, particularly working moms. Here are just a few to whet your appetite. For more, see the infographic below.

95% of working moms agree that spending time with their family is their top priority

27% of working moms are much more involved in their finances.

72% of their households contributed to a charity in the past 12 months.

Working moms are spending less for name brands. They use coupons and shop at Nordstrom Rack, Kohl’s Macy’s and TJ Maxx Home Goods.

Working moms shop online and own smartphones, laptops, iPads and more.

Working moms are 22% more likely to attend professional sporting events and 24% more likely to have watched ESPN in the past 7 days.